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Flag carrier Philippine Airlines (PAL), Asia’s first airline, and Salesforce, an artificial intelligence (AI) customer relationship management (CRM) platform and global technology company, have announced a new partnership that will redefine customer service and engagement.

PAL will integrate Salesforce Customer 360, Salesforce’s integrated CRM platform powered by AI, across the airline’s contact center and customer feedback handling units. This will provide a comprehensive view of customer interactions to elevate the overall passenger experience while enhancing internal processes to improve efficiency.

PAL will be using Salesforce Sales Cloud, Service Cloud, Marketing Cloud, Customer and Partner Portal, as well as Slack to provide employees with the insights and tools they need to deliver exceptional customer experiences at every touchpoint. The airline also plans to harness the power of AI through the Salesforce Einstein Chatbot, leveraging its ability to use natural language processing (NLP) to understand and respond to customer inquiries.

A Partnership with More to Come

The partnership will focus initially on core functions—customer experience, marketing, and sales—with plans to explore expansion into other functional areas within PAL in the future as part of a company-wide journey towards full-fledged digital transformation.

Capt. Stanley K. Ng, PAL President and Chief Operating Officer, said: “This is more than a partnership. It is a statement of Philippine Airlines’ commitment to the future—a future where digital transformation isn’t just a buzzword but a strategic imperative. It’s about reimagining what Philippine Airlines can be, driven by technology, but always focused on the human experience. We welcome Salesforce as our partner in PAL’s pursuit to create a unified, trustworthy and enriching customer journey.”

Sujith Abraham, Senior Vice President & General Manager at Salesforce ASEAN, added: “We are thrilled to partner with Philippine Airlines on their digital transformation journey, and on their mission to deliver exceptional customer experiences. We share values and a customer-centric vision that aims to redefine the very concept of airline customer service for the modern age. We look forward to helping PAL realize the value of AI, data, CRM and trust with data-driven insights to predict, personalize and respond to evolving customer preferences at every touchpoint.”

Aurea Vidal, PAL’s Chief Information Officer, said: “Agility is not just an approach for Philippine Airlines; it’s a way of life, especially as we navigate the complex, fast-paced demands of the airline industry. By partnering with Salesforce, we can build a framework that can swiftly adapt to the evolving needs of our customers and the market. Salesforce CRM will provide us with the strategic agility we need to meet, and exceed the evolving needs of our passengers.”

Optimising Operations

To further strengthen this initiative, AF Digital will serve as Salesforce’s implementation partner and Amadeus, PAL’s Passenger Service System (PSS) provider will be integrated with the Salesforce Customer 360.

Together, these partnerships form a robust ecosystem that will optimise the full range of PAL’s operations from customer service to ticket sales.

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